The Government has abandoned plans for a centrally-led Christmas alcohol crackdown for 2008 targeting sales to under-18s and drunks.
Instead, local councils and police are to target priorities in their area, with the focus not necessarily on the trade. Grants of up to £30,000 are available per police force, with the Home Office investing £1.5m overall.
The move has been welcomed by trade leaders, although it does not mean an end to sting operations run locally over the festive period. The Home Office says bids may 'build on' previous ones involving Government-led crackdowns on sales to minors and people who are drunk.
And in a new move, bids for funding to cracking down on proxy sales of alcohol are being invited. The Home Office said it "anticipated that fewer bids will be successful then in previous years".
A letter from the Home Office - seen by the MA - says funding is available "to support local problem-solving projects, which can address local priorities that stem from alcohol-related issues". It promises a "different style of campaign this year" that will be "much less prescriptive" and let local partnerships "undertake more protracted and in-depth problem-solving work".
Successful bids must address one or more of the Government¹s three-part "delivery strategy" for reducing alcohol-related harm. The first part targets rogue alcohol retailers. This could mean action against sales to under-18s and drunks, and other issues such as disorder and flouting licence conditions.
The other parts focus on supporting and acting against heavy drinkers who cause problems, and actively promoting responsible drinking in the wider community.
Home Office Minister Vernon Coaker said: "Recent Government-funded enforcement campaigns have had a real impact on reducing the harm caused by irresponsible drinking and sale of alcohol to young people. I want to enable local areas to decide how to spend this new funding - £30,000 is available per area - on enforcement measures tailored to problems in their areas."
Mike Craik, ACPO spokesperson on alcohol misuse and Chief Constable of Northumbria Police, said: "ACPO welcomes any additional funding that will assist forces in tackling alcohol related violence.
"The culture of drinking to excess in our society is both a blight on our streets and a massive burden on police forces nationwide - but the answer has to be an end-to-end approach: this problem will not be solved by enforcement activity alone."
"It is vital that the Government, the drinks industry and retailers play their part too."
"The culture that lies at the heart of alcohol-related crime can only be solved by tackling its underlying causes. Engaging local partners, educating parents and working with children are all moves which ACPO welcomes."
As the MA revealed one year ago, the Responsible Alcohol Sales Campaign for Christmas 2007 targeted sales to drunks for the first time, alongside underage sales and other offences.
A British Beer & Pub Association spokeswoman said: "The BBPA was pleased the campaign is taking a broader approach and that the focus on the behaviour of individual customers was also to be welcomed."
BII chief executive John McNamara said the focus on funding and support for voluntary measures could mean a boost for schemes such as Best Bar None and pubwatch.
"We welcome the approach of not using (the funding) just for enforcement activity," he said.
A deadline of 7 November has been set for submissions for funding. Successful bids will be told by 14 November, when they can start planning their campaigns.